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Analysis of The Effect of Digital Word of Mouth (WOM) Marketing To Customer Purchase Decision

Author

Listed:
  • Bunga Indah Bayunitri

    (Economy Faculty of Widyatama University, Indonesia Author-2-Name: Fitri Nuraeni Author-2-Workplace-Name: Economy Faculty of Widyatama University, Indonesia Author-3-Name: Nenden Desi Author-3-Workplace-Name: Economy Faculty of Widyatama University, Indonesia)

Abstract

"Objective � The study aims to explore the effect of digital Word of Mouth (WOM) marketing on customer purchase decision. Methodology/Technique � Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for hypothesis testing using t-test and F-test. Findings � The results of this research indicated that digital word of mouth marketing is effective and also has a influenced on customer purchase decision. The results show that digital word of mouth marketing included in the criteria of �Effective�, this means that customer respondents had a positive view about digital word of mouth marketing at Dusun Bambu by using these indicators: Talking, Promoting, and Selling. Novelty � It is suggested that the company can increase the quantity of purchases in one transaction by cooperating with local tour and travel agents in order to raise the number of visitors."

Suggested Citation

  • Bunga Indah Bayunitri, 2017. "Analysis of The Effect of Digital Word of Mouth (WOM) Marketing To Customer Purchase Decision," GATR Journals jmmr157, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr157
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    More about this item

    Keywords

    Digital Word of Mouth; Dusun Bambu; Marketing; Purchase Decision; Tourism.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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